In order to create, implement, and support successful patient journey maps, healthcare organizations must first have a deep understanding of the populations they serve – as well as those they wish to serve in the future. Without fully grasping their audience’s needs, desires, and unique circumstances, healthcare organizations will have a difficult time identifying gaps or issues in the current care experience.
To collect, organize, and analyze the large amounts of patient data necessary for this level of understanding, use a healthcare customer relationship management (CRM) and insights platform integrated with your existing EHR (electronic health record). The CRM weaves together clinical data from the EHR, as well as demographic, sociographic, and previous engagement data to create a holistic, 360-degree view of each patient – ultimately allowing marketers to construct detailed, robust patient personas to target in the journey mapping process.
To get the most out of the patient journey mapping exercise, it’s important to not only identify points of contact between the health system and the patient, but other factors that might influence the patient’s decision or ability to move forward with care, as well. Patient journey maps should include both quantitative data and qualitative data sourced from your CRM.
Touchpoints: These include any communications or interactions with the patient, whether in-person, online, or over the phone. For example, opening an email appointment reminder, speaking with the hospital front desk, or receiving a voicemail with follow-up care instructions. When reviewing touchpoints, make sure to consider both the content (the messaging exchanged) as well as the context (the environment or platform in which it took place).
Timeline: It’s important to denote the amount of time that each interaction (or touchpoint) lasts, the amount of time in between touchpoints, and the overall length of the patient journey.
External Influences: Any factors that impact the patient journey that are beyond the health system’s control. For instance, if a patient moves out of state.
Internal Influences: Any factors that impact the patient journey as a result of the health system’s own operations. For instance, a long wait time to schedule a surgery due to the renovation of a particular surgical wing within the hospital.
Barriers: Barriers are any factors that may prevent the patient journey from moving forward. Examples of common barriers within the patient journey include cost (if the patient is unable to afford continued treatment), time conflicts (such as a hectic work schedule or family obligation), the patient’s mental or emotional state, socioeconomic pressures, and many others.
By: VSHR Digital Media